that's now how we elect presidents in the united states. we elect them by an electoral college. you have to look swing state by swing state. this election will be fought in a handful of states. that number of states where things are actually still competitive keeps shrinking. so if they're going to be kind of targeting advertising, they're probably going to be targeting a very small number of states and a shrinking number of states. you have to, you know, we'll have looked back on this after the election day and see whether or not that was good strategy. i personally believe that the obama strategy was probably the better one, which is to spend the money up front, kind of outline who the image of mitt romney as you want it to be, also using a lot of what mitt romney has done and has said himself to make that case and once that starts to harden, it's really hard to undo that. and what also is working against mitt romney is that now you have early voting starting in a lot of these crucial states. you can't undo a vote that's already cast. >> let's just talk very quickly, zingers.